MailerMailer 2015 email marketing metrics report (slideshare)
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Transcript of MailerMailer 2015 email marketing metrics report (slideshare)
Raj KheraPartner, MailerMailer
@rajkhera@mailermailer
2015 Email Marketing Metrics Report: What to Expect from Your Email Campaigns
Presentation Slides © 2015 MailerMailer LLC
DMA: Average ROI for email marketing in 2014 was $38 per every dollar spentHighest ROI for any form of direct response marketing
Email Marketing Works!
Presentation Slides © 2015 MailerMailer LLC
We tracked approximately 1 billion email messages from 56,000 campaignsCompare your campaigns to industry averages (opens, clicks, bounces, best day and time…)
Data-Driven Insights
Presentation Slides © 2015 MailerMailer LLC
Measures the number of recipients who opened or viewed messages within a campaign
Open Rate
Presentation Slides © 2015 MailerMailer LLC
Open Rates Trend
Presentation Slides © 2015 MailerMailer LLC
Open Rate by Industry
Presentation Slides © 2015 MailerMailer LLC
When Do People Open Email?
Presentation Slides © 2015 MailerMailer LLC
When Do People Open Email?
Presentation Slides © 2015 MailerMailer LLC
• Mobile phone screen size shows more of subject line and message text
• Gmail's decision to cache images and download them by default (43% had been reading emails without viewing images)
• Improvements to list quality (CASL and the Gmail auto-unsubscribe link)
Increase in Open Rates
Presentation Slides © 2015 MailerMailer LLC
Measures the number of recipients who clicked links within your campaign
Click Rate
Presentation Slides © 2015 MailerMailer LLC
Click Rates Trend
Presentation Slides © 2015 MailerMailer LLC
Click Rate by Industry
Presentation Slides © 2015 MailerMailer LLC
• Relevance of content to recipient• Call to action• Mobile email gets lower click rates
- Responsive emails can help improve this
- Add more spacing between links
Factors That Influence Clicks
Presentation Slides © 2015 MailerMailer LLC
Of the people who opened a message, how many clicked links within it
Click-to-Open Rate (CTOR)
Presentation Slides © 2015 MailerMailer LLC
Click-to-Open Rate by Industry
Presentation Slides © 2015 MailerMailer LLC
• Produce more relevant and engaging email content
• Enhance list segmentation and targeting
• Use advanced personalization techniques
How to Improve CTOR
Presentation Slides © 2015 MailerMailer LLC
How Scheduling Affects Rates
Presentation Slides © 2015 MailerMailer LLC
Open Rate by Day
Presentation Slides © 2015 MailerMailer LLC
Email Open Rate by Time of Day
Presentation Slides © 2015 MailerMailer LLC
Click Rate by Time Scheduled
Presentation Slides © 2015 MailerMailer LLC
Scheduling messages for delivery in the early morning or in the evening gets the best results
When to Send?
Presentation Slides © 2015 MailerMailer LLC
The number of emails that were not able to be delivered
Bounce Rate
Presentation Slides © 2015 MailerMailer LLC
Bounce Rate by Mailing Frequency
Presentation Slides © 2015 MailerMailer LLC
Recipient-specific information that is included in the subject line and/or body of the message
Personalization
Presentation Slides © 2015 MailerMailer LLC
How Personalization Affects Open Rates
Presentation Slides © 2015 MailerMailer LLC
Subject line personalization may be associated with spammers trying to trick recipients into opening messagesPersonalization of both subject line and content may also come off as invasive
Personalization Trends
Presentation Slides © 2015 MailerMailer LLC
Subject Lines
Presentation Slides © 2015 MailerMailer LLC
Most Popular Words
Presentation Slides © 2015 MailerMailer LLC
Open Rate by Subject Line Length
Presentation Slides © 2015 MailerMailer LLC
Most popular words used in subject lines related to deals, events/news, or timelinessLength made less difference in open rates than in past years (possibly due to increased space on mobile devices)
Subject Line Findings
Presentation Slides © 2015 MailerMailer LLC
Best Practices: Do’s and Don’ts
Presentation Slides © 2015 MailerMailer LLC
If few people are engaged, webmail providers (Gmail, Hotmail, etc.) route you to bulkThis creates your email reputationScrub list of unresponsive contacts — they are a cause of messages going to bulk
List Engagement Is Critical
Presentation Slides © 2015 MailerMailer LLC
• Purchase an email list — fastest way to get blacklisted
• Only talk about your company and how good you are
• Forget to monitor your reports
Don’ts
Presentation Slides © 2015 MailerMailer LLC
• Start, even with a small list (20 people)
• Include educational and relevant content
• Use strong call-to-action text- Subject lines- Link text
Do’s
Presentation Slides © 2015 MailerMailer LLC
• Email consistently, once a month is great!
• Follow up with people who open and click
Do’s Continued
Presentation Slides © 2015 MailerMailer LLC
www.MailerMailer.com/metrics
Presentation Slides © 2015 MailerMailer LLC
Questions